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Occupation Details

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Advertising Media Buyer

Job Zone

Education
Most occupations in this zone require job specific training (vocational training) related to the occupation (NFQ Levels 5 and 6 or higher), related on-the-job experience, or a relevant professional award.

Related Experience
Previous work-related skills, knowledge, or experience is required for these occupations. For example, several years of full or part-time employment in the area may suffice.

Job Training
Employees in these occupations usually need one or two years of training involving both on-the-job experience and informal training with experienced workers. A recognised apprenticeship or training program may be associated with these occupations.

Job Zone Examples
These occupations usually involve using communication and organisational skills to coordinate, supervise, manage, or train others to accomplish goals. Examples include restaurant managers, electricians, agricultural technicians, legal secretaries, hairdressers, and web developers.

€22k > 45
Advertising Media Buyer
Salary Range
(thousands per year)*
€22 - 45
Related Information:
Data Source(s):
CareersPortal

Last Updated: March, 2017

* The lower figures typically reflect starting salaries. Higher salaries are awarded to those with greater experience and responsibility. Positions in Dublin sometimes command higher salaries.
Shortage Indicator

While the majority of those employed in this occupation are employed in the wholesale and retail sector, demand, and indeed shortages, primarily relates to those employed in the IT sector, with language skills a key factor.

National Skills Bulletin 2018

5%
Occupational Category

Other Sales and Marketing Professionals

Also included in this category:

Number Employed:

18,700

Part time workers: 9%
Male / Female: 48 / 52%
Non-Nationals: 11%
With Third Level: 68%
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At a Glance... header image

Employed by advertising agencies to negotiate the purchase of advertising time or space on behalf of their clients.


Videos & Interviews header image

The Work header image

Media buyers work for advertising agencies. They negotiate the purchase of advertising space in newspapers and magazines, and advertising time on television and radio. The title 'media/space buyer' tends to be used in large agencies, while in smaller ones; the functions of the planner and buyer may be combined in the role of a media executive or assistant. Specialisation in a particular medium such as television is also common in large agencies.   
  
The media buyer receives a 'brief' that outlines the media to be used, the budget available and the approximate number of viewers, listeners or readers they are hoping to reach. Often this is a fairly loose plan and the media buyer must negotiate the best deal for the client whose advertising campaign the agency is handling. To do this the media buyer needs to be aware of any specialist discounts available. It is important to remain within the budget and to maintain careful records of all transactions.


Tasks & Activitiesheader image

The following is a list of the most commonly reported tasks and activities for this occupation

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Maintain assigned account bases while developing new accounts.

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Explain to customers how specific types of advertising will help promote their products or services in the most effective way possible.

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Provide clients with estimates of the costs of advertising products or services.

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Locate and contact potential clients to offer advertising services.

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Process all correspondence and paperwork related to accounts.

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Prepare and deliver sales presentations to new and existing customers to sell new advertising programs, and to protect and increase existing advertising.

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Inform customers of available options for advertisement artwork, and provide samples.

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Deliver advertising or illustration proofs to customers for approval.

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Prepare promotional plans, sales literature, media kits, and sales contracts, using computer.

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Recommend appropriate sizes and formats for advertising, depending on medium being used.

Work Activities header image

The following is a list of the most commonly reported work activities in this occupation.

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Selling or Influencing Others: Convincing others to buy merchandise/goods or to otherwise change their minds or actions.

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Organizing, Planning, and Prioritizing Work: Developing specific goals and plans to prioritize, organize, and accomplish your work.

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Communicating with Persons Outside Organization: Communicating with people outside the organization, representing the organization to customers, the public, government, and other external sources. This information can be exchanged in person, in writing, or by telephone or e-mail.

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Establishing and Maintaining Interpersonal Relationships: Developing constructive and cooperative working relationships with others, and maintaining them over time.

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Thinking Creatively: Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.

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Communicating with Supervisors, Peers, or Subordinates: Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.

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Updating and Using Relevant Knowledge: Keeping up-to-date technically and applying new knowledge to your job.

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Resolving Conflicts and Negotiating with Others: Handling complaints, settling disputes, and resolving grievances and conflicts, or otherwise negotiating with others.

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Getting Information: Observing, receiving, and otherwise obtaining information from all relevant sources.

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Performing for or Working Directly with the Public: Performing for people or dealing directly with the public. This includes serving customers in restaurants and stores, and receiving clients or guests.


Knowledge header image

The following is a list of the five most commonly reported knowledge areas for this occupation.

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Sales and Marketing: Knowledge of principles and methods for showing, promoting, and selling products or services. This includes marketing strategy and tactics, product demonstration, sales techniques, and sales control systems.

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Customer and Personal Service: Knowledge of principles and processes for providing customer and personal services. This includes customer needs assessment, meeting quality standards for services, and evaluation of customer satisfaction.

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English Language: Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar.

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Communications and Media: Knowledge of media production, communication, and dissemination techniques and methods. This includes alternative ways to inform and entertain via written, oral, and visual media.

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Clerical: Knowledge of administrative and clerical procedures and systems such as word processing, managing files and records, stenography and transcription, designing forms, and other office procedures and terminology.


Skillsheader image

The following is a list of the most commonly reported skills used in this occupation.

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Persuasion: Persuading others to change their minds or behavior.

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Speaking: Talking to others to convey information effectively.

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Service Orientation: Actively looking for ways to help people.

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Active Listening: Giving full attention to what other people are saying, taking time to understand the points being made, asking questions as appropriate, and not interrupting at inappropriate times.

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Negotiation: Bringing others together and trying to reconcile differences.

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Critical Thinking: Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems.

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Reading Comprehension: Understanding written sentences and paragraphs in work related documents.

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Social Perceptiveness: Being aware of others' reactions and understanding why they react as they do.

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Monitoring: Monitoring/Assessing performance of yourself, other individuals, or organizations to make improvements or take corrective action.

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Active Learning: Understanding the implications of new information for both current and future problem-solving and decision-making.

Personal Qualitiesheader image

To be a media buyer, you need to be a highly skilled negotiator, capable of securing popular advertising slots at the lowest possible price. Most of a buyer's time is spent on the telephone so you must have a confident telephone manner. You should also be able to work under pressure. Numeric skills are useful in allocating the budget and calculating expenditure. You need to keep up to date with social, technological and economic trends for example email communication etc.   
  
The work is mainly office based, however, you may have to travel to meetings therefore a driving license may be necessary.


Related Occupationsheader image

Contactsheader image

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Organisation: Institute of Advertising Practitioners in Ireland
Address: 8 Upper Fitzwilliam Street, Dublin 2
Tel: (01) 676 5991
Email: Click here
Url Click here

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Career Guidance

This occupation is popular with people who have the following Career Interests...


...and for people who like working in the following Career Sectors:

Advertising, Marketing & Public Relations

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Further Ed & PLC Course Suggestions
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